“老字号”品牌的文化保护与传承——以长沙老字号“火宫殿”为例

长沙老字号在中国近代史上最兴盛的时期曾有两百余家,随着时代变迁和发展,老字号多数已退出历史舞台,目前总数不足兴盛时期的十分之一。长沙的火宫殿作为湖南餐饮服务业老字号代表,近年来通过明确"火宫殿为载体的多元一体文化"的定位,实施一系列文化策划,不断传承和发展,得以重新崛起,具有重要的历史、宗教文化、饮食文化、消防文化和旅游价值,对长沙城市文化底蕴和经济社会发展起着重要的支撑和传承作用,为国内其他老字号的保护和传承提供了借鉴和参考。     

Nostalgia and brands: a sweet rather than a bitter cultural evocation of the past

Abstract

This study focuses on the cultural consumer environment of brands considered as nostalgic. The research questions are thus the following: what is the impact of culture on the consumer relationship with brands considered as nostalgic? In which cases are these relationships positive, and in which cases are they negative? To answer these questions, a longitudinal data collection was conducted, consisting of interviewing the same sample of respondents three times, at more or less one-year intervals. The results were analysed taking into account three dimensions of culture: time, place and social aspects. In the time-based approach, brands are associated with traditional celebrations and rites of passage. Thus, they give rise to ‘traditional purchase’ and consumer loyalty. In the place-based approach, brands evoke original authenticity and myths. They offer protection to reduce perceived risks and therefore facilitate consumers’ trust. In the social approach, brands are associated with symbolic icons and attract communities of fans. Finally, this article shows that culture involves sweeter rather than bitter nostalgic brand relationships. This article brings to light four cases when the consumer cultural environment may induce a rejection of the nostalgic brand: (1) the ‘corrupted’ brand; (2) the ‘immoral’ brand; (3) the ‘precarious’ brand; and (4) the ‘stereotypical’ brand. It shows that only one case – the ‘corrupted’ brand – may be particularly prejudicial due to its unwelcome role in History.     

The role of Swedish retailers in food innovations

Innovations should create value for increasingly individualistic consumers with varying demands and for other stakeholders. Today, retailers have the power in the supply/value chain. This research investigates how Swedish food retailers view innovations, their role and that of customers and suppliers in the development process and how they see future development. The study is based on open-ended interviews. The results show that Swedish retailers regard food product innovations as something to provide to consumers rather than achieve with consumers. Retailers want more collaboration with packaging suppliers to differentiate. Retailers are successful in establishing their own brands, in becoming brands themselves and in competing with producer brands. This follows the UK model and may result in fewer alternatives in stores and fewer product – or new technology-based innovations by Swedish producers. Service innovations can still occur for retailers to retain consumer loyalty. Consumers demand more than new products; they want to be excited by the shopping experience. More innovations will require deeper insight about consumers, efforts from the value chain and from outsiders. Collaboration is needed to establish trust among supply chain actors.     

Market orientation of retail brands in the grocery chain: the role of supplier relationships

The role of retail brands has grown gradually and today they are regarded as one of the key strategic factors in the positioning of retail firms. However, developing retail brands that are competitive in terms of price and quality as well as in offering unique and specific values to consumers requires long-term, mutually beneficial retailer–supplier relationships that involve information exchange and a combination of the parties' core competencies and resources. This study investigates inter-firm activities in developing market-oriented retail brands in the grocery chain in four European countries. The aim is to identify critical factors that influence the role of these activities. Factors related to the internal organization, the nature of the supplier relationships and the market structure are discussed.     

Fortune 500 manufacturer web sites: Innovative marketing strategies or cyberbrochures?

Forecasts for business-to-business electronic commerce over the next few years are in the trillions. Manufacturers represent a significant portion of business-to-business activity and their web sites an integral component of business-to-business electronic commerce. Should they choose to, manufacturers can use their web sites not only to conduct electronic commerce but also to engage in a wide range of marketing communications. Marketing communication activities include advertising, sales promotion, public relations, and direct marketing. The results of our content analysis of 188 Fortune 500 manufacturer web sites indicated that few manufacturers use a broad range of marketing communications activities. Analysis of differences in the use of marketing communications on web sites suggests that some aspects of web site marketing communications differ based on manufacturer characteristics such as sales, R&D to sales ratio, and net income.     

大数据驱动下制造企业服务化战略:基于“服务悖论”克服的视角

“服务悖论”的存在一直是制约制造企业服务化转型的主要障碍。服务化过程中的组织创新跟不上服务化战略的要求是造成“服务悖论”主要成因。大数据的兴起不仅为新时期制造企业服务化转型提供了新的驱动力量,大数据价值创造的新特征也为缓解和克服“服务悖论”提供了具体的路径与机制,包括：基于大数据进行顾客需求挖掘开发促进服务化产品设计的创新;关键流程数据化以及多流整合推动组织结构与流程的重组;高速数据信息的流动共享加快管理模式与服务文化的转型,以及资产虚拟化大数据共享实现制造服务供应链资源的集成与协同管理等。在此基础上,可初步建立大数据驱动制造企业服务化转型的一个简单战略框架模型。     

辽宁沿海经济带中华老字号服务创新与企业声誉研究

通过构建中华老字号服务创新与企业声誉之间的关系模型,并选取辽宁沿海经济带中华老字号企业作为调查对象,实证分析发现:中华老字号企业进行服务创新可以提升企业声誉。服务创新主要有服务理念创新、服务界面的创新和服务传递的创新三个要素。企业声誉由情感声誉与认知声誉两个要素组成。服务创新的三个方面对情感声誉都有直接正向的影响,而三要素中只有服务界面的创新直接正向影响认知声誉,其它两个方面没有直接正向的影响作用。     

Franchising as an Entry Strategy in Mexico:

Many international investors were unprepared for recent economic events in Mexico. Others view this equilibrating process as an opportunity to newly invest in the Mexican economy. This study focuses on franchising as an international market entry strategy with specific attention to implications for international financial management issues. The case study of Mrs. Field's, a recent entrant into international franchising, illustrates how the unexpected devaluation of the peso was addressed, and moreover, used as an opportunity to restructure foreign operations and prepare for future international expansion. The unique characteristics of Mrs. Field's and their Mexican investors, which have allowed them to take advantage of the current Mexican market conditions, are the secondary focus of this study.     

Impact of component supplier branding on profitability

In recent years, many business-to-business (B2B) component supplier (CS) firms have added branding to their marketing toolbox. By extending the logic of ingredient branding to B2B components, they aim to create “pull” from B2B end customers by building a strong CS brand image among their customers' customers. In contrast with the established “push” approach of building strong relationships with original equipment manufacturers (OEMs), it is unclear whether and under which conditions CS branding is a worthy strategy. On the one hand, anecdotal evidence suggests that suppliers can leverage strong CS brand image in negotiations with increasingly powerful OEMs to enhance their financial performance. On the other hand, many B2B managers believe that branding does not work in their industry context and erodes profitability. We build a data set consisting of survey measures and archival data across a broad set of industries. Our results indicate that the financial outcomes of CS branding largely depend on the characteristics of the CS and OEM industries. Unlike dyadic OEM–CS relationships, which enhance profitability invariably across industry contexts, CS branding is effective only in well-defined situations. CS branding initiatives can enhance return in CS industries with substantial levels of product differentiation and technology intensity. However, unfavorable results may arise in industry contexts in which OEM–end customer relationships or OEM brands are important.